“Blogging, I don’t have time! I don’t know how! I don’t know what to write! Why should I blog, anyways?” This is one of the most frequent topics I discuss with clients and one with the most resistance and fear around it.
Thinking about blogging is much more overwhelming then actually doing it. The payoff is worth so much more than not blogging.
I was resistant to blogging, but in October and November 2013 I committed to blogging every day. I managed to blog about 85% of the days. The results were amazing. My website ranking soared; my content improved each time; I received great feedback from my readers, and I made sales. An added bonus – I met and started following some amazing bloggers who have taught me so much.
Since then, I’ve tried to post to my blog 2 to 3 times per week. In all honest there are weeks where life and business get in the way, and I post less frequently. When that happens, my website ranking goes down and I miss thinking about and creating my blog content.
Top 3 Reasons That You Should Commit to Blogging
A good blog:
1) Creates Authority
Let’s face it, what is the 1st thing the majority of consumers (personal or professional) do when they are looking to buy something? They GOOGLE the company and/or person! I know I do, do you? Why? Because I want to learn more about them, their products and/or services. I want see what they are saying. I want to know that they know what they are talking about and that their message resonates with me.
A blog full of solid content allows you to show your expertise to your market.
2) Allows Someone to Get to Know, Like and Trust You
The more authentic your voice is in your blog, the better people are going to know, like and trust you. Blogs that are written as if the author is sitting across the table from you having a coffee are the best at achieving this, particularly when the content is provides value. As consumers we want to buy from people/companies that we know, like and trust. It is one of the most valuable parts of having a strong blog, to create that trusting relationship.
3) Generates Traffic, Creates Leads, and Ultimately Sales
A well planned and “living” blog will attract a following. The people who follow you are more likely to share your blogs and bring more traffic to your site. Returning traffic creates leads and those leads are coming back because they like your content. As a result they are a warm audience for your products and services offerings. It can be that simple.
3 Blogging Guidelines
1) Provide Great Content
Your readers need to value the content. It can be controversial, it can be educational, or it can make them think. All of those styles work. The trick is to engage your readers’ interest, to get them coming back, sharing your posts, and engaging in your posts by commenting or following up on your call to action.
You always need to be writing with the reader in mind – with your potential client in mind. The more you get to know your market, the better the content will become.
- Always write in the 1st person, except when it’s negative or you’re generalizing. For example, above I wrote “Let’s face it, what is the 1st thing the majority of consumers (personal or professional) do when they are looking to buy something? They GOOGLE the company and/or person. I know I do, do you?” I don’t want to assume everyone does it, so I leave it open as a question. Another example would be “Most small business owners are struggling, not knowing where to invest their marketing dollars. Are you?”
- Get really specific about your ideal client and find a picture that represents them. Paste that picture near your computer and write to them as if you sitting down for a coffee. It will make you content so much more interesting and authentic. Here’s a comment for one of mine client who is just starting to commit to blogging:
“I enjoyed writing it and you’re right it’s easier when it’s a conversation and my own stuff.” – Colette Asselin, Caregiver’s Health Coach
2) Include a “Call-to-Action”
A call-to-action is a simple method to ask readers to do something. For example, ask a question and ask them to post their response in the comments section. Ask them to share the post with their friends.
In some of your post include an offer for a free value-added gift, or a product/service. You don’t want to be selling too much but you want to make them aware of what’s available. Of course only do this if the offer matches the blog content.
Tip: Always respond to comments. It adds value to your blog post, to your credibility and can help with your SEO.
3) Create a Blogging Schedule
Blogging is much easier if you have a schedule and you know what is coming when. It take the pressure off creating content on the spot; it allows you to write and schedule your content in advance, and you can outsource some of the activities around blogging, like sharing on social media. You can mix up the type of blogs: written, audio, and/or video and you can invite guest bloggers or interview someone in advance.
I know from my own experience that having a theme, blog types and a schedule really help me blog consistently. The greatest benefit is when I follow my schedule and commit to it, my blog’s ranking improves and I reach more people. When I slack off, my ranking goes down and I reach less people. It is pretty simple.
Tips: There are many different ways to create your blogging schedule. Each has their own value and you can mix them up to create your own unique schedule. Here are a few suggestions:
- Create a theme for each month. That is only 12 themes/topics that are valuable to your market per year. For example, a interior decorator can easily leverage the seasons and holidays to create 12 themes.
- Create a type per day of the week. Let’s say you decide to blog 3 days a week. Monday might be a motivational blog, Wednesday might be a “technical” blog and Friday might be a Fun Fact.
- Pay attention to events/holidays and use them in your blogs. I had great fun blogging during the 2014 Winter Olympics and tying the lessons from athletes to entrepreneurship.
I’d love to hear from you. Do you blog? If yes, what has been the benefit for you? What would you add to my list? If you are not blogging, why not? Please comment below. (Yes, this is my call to action.)